Bio

I grew up obsessed with technology at a time when "designer" and "programmer" were supposed to be different people. I never bought that. Today I design AI systems with the same head I use to build interfaces. For me, they were always one thing.

Twenty years making complex products usable. Started at 16. Since then: oil rigs, insurtech, crypto, healthtech. The work changes. The problem doesn't: take something hard to understand and make it work for the person who needs it.

The most interesting design problems today aren't on screens. They're in systems that decide, explain, and act on their own — and still need to feel trustworthy to the humans depending on them.

Digital agencies & early craft

I started at full-service digital agencies. Learned fast: speed is a skill, organization beats talent, and a confused user never blames the interface, they blame themselves.

Working on enterprise tools for Petrobras (including systems used on active oil rigs) made clarity feel like a safety issue, not an aesthetic one. Working with Osklen added the other side: that detail is where trust lives or breaks.

In 2016, I launched Brazil's first UX Design course on Udemy using Sketch. Stayed the highest-rated in the country for years.

WinSocial — insurtech & research

From 2016 to 2021 I was Head of Product Design at WinSocial, founding member, built design culture from nothing. I ran 50+ user interviews and 15+ focus groups, all with people who couldn't get traditional insurance because of chronic conditions. The research showed our first model was too complex. We pivoted. The market opened.

I designed the world's first chronic-risk simulator: a tool that showed people with diabetes or hypertension their real insurability in real time. Lead conversion jumped 75%. It became the company's flagship.

In 2020, new life insurance sales grew 488% over 2019. I also won first place in several hackathons that period, including one sponsored by Transamerica in Denver, Colorado 🇺🇸.

Hashdex — global crypto expansion

In 2021 I joined Hashdex as Design Manager, hands-on, leading a team across Brazil, the US, and Europe. Led design for the world's first crypto ETF (HASH11). The hard part wasn't the product. It was making crypto make sense to traditional investors who didn't care about blockchain.

I also introduced AI agents across 8+ internal squads for design, sales, content, and compliance workflows before this was an obvious move. Cut iteration time roughly in half on repetitive work.

Agent architecture & what I'm building now

In 2023 I started going deeper into what I now call agentic experience design: designing systems where AI agents act, decide, and need to stay explainable to the people depending on them.

Right now: Staff Product Designer at Dasa, leading AI Ops in Design, and running Claude para Humanos, a mentoring program for non-technical executives who want to actually use AI in their work.

In 2023 I also launched Limitless™, a productivity and time management course, and authored AI Course: 53 lessons, 8+ hours covering conversational interfaces from scratch to advanced.

I also build things with a small group of nerd friends. SaaS, real problems, no buzzwords.